Reducing expenses while increasing sales is the goal of PVR INOX's Smart Screens initiative
In a significant move to expand the reach of cinema in India, PVR Inox is launching a new cinema model called Smart Screens in December. This innovative approach aims to unlock growth in Tier 3, 4, and 5 towns, where the demand for regional films is on the rise.
The Smart Screens format will consist of 3 to 5 screens, each offering a more affordable cinema experience. Ticket and F&B prices at Smart Screens will be 30-35% cheaper compared to regular outlets, making multiplexes more accessible for those in smaller towns and villages.
The new model prioritises technology over human staff, with kiosks, QR codes, vending machines, and AI-based support. However, maintaining a balance between affordability and premium image remains a challenge. Yasin Hamidani, director of Media Care Brand Solutions, suggests building awareness through trial screenings and community activations to ensure the brand's premium image is not compromised.
India's exhibition business is seeing growth in regional cinema, particularly from the South. Cinema chains are increasingly focusing on Tier 3, 4, and 5 towns as the next major growth frontier. The success of PVR Inox's Smart Screens model may depend on its ability to balance affordability and premium image effectively.
F&B accounts for 30-40% of PVR Inox's revenues and grew by 21% in FY24, even ahead of ticket sales. Making F&B more affordable could be a key factor in attracting more customers to the Smart Screens model. The look, feel, and technology of the auditoriums will remain on par with PVR's premium formats, ensuring a high-quality cinema experience.
As the cinema industry continues to evolve, PVR Inox's Smart Screens model could play a crucial role in making cinema more accessible and affordable for a wider audience. The company's strategic approach to regional cinema and focus on Tier 3, 4, and 5 towns could redefine the fundamentals of the cinema business in India.
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